AdCentral

We created an efficient platform to purchase ad campaigns on several media.

Challenge

As Digital Signage and Vicente App projects develop and gather traction among small and large advertisers, I detected an opportunity to improve the process related to advertising contracting, which could benefit hugely of the segmentation capabilities of the SmartData project.

Solution

Working closely with the development team:

  • We researched, designed and developed specific tools for estimating, planning, contracting and following up of advertising campaings, based on interviews with playthe.net sales team and staff from Posterscope and GroupM. We produced user guides, presales visits and training sesions to out-of-home sales and planning teams for several agencies.
  • We took part in including third party display network and their data into the tools, as a shared task with SmartData project.
  • We created, with an art department, several collection of templates highly customizables, both manually through an editor and via third-party data retrieval (for instance, Diario AS for real time match data).
  • We adapted the tools for multilingual use and I coordinated translations for international deployment.

Results

4 Large agencies using AdCentralPosterscope, GroupM, Havas y OMD
3 Largest out-of-home advertising networks includedplaythe.net, Digital XXL y Farmacias
x10 Campaign engagement average timeFrom five days to four hours
x3 Key accounts advertising contracts
50% Advertising frequency
x2 Average impression price
Luis Álvarez en LinkedInLuis Álvarez Advertising director in playthe.net
Esteban is an excellent professional, proactive, and with the rare quality – and much appreciated to me – to join great technical knowledge with an ability to apply it to solve specific problems, and most importantly, he has the capacity to communicate in a language that everyone can understand.
Javier Arrés en LinkedInJavier Arrés Senior Graphic Designer in playthe.net
Excelent worker and coleague. Very communicative, responsible and very knowledgeable. A genuine ˝Mr. Wolf˝ solving problems. A sure hit hiring him.